Motorola Surges in North American Foldable Market, Samsung's Lead Shrinks: 2025 Insights from Counterpoint Research

Samsung was one of the first companies to establish large-scale production of foldable smartphones, making it the sales leader in this segment for many years.

However, more and more manufacturers are offering interesting models of foldable gadgets, and competition is intensifying, as confirmed by a recent report from the analytics agency Counterpoint Research.

The Numbers Speak

The foldable smartphone market in North America is experiencing significant growth. According to Counterpoint Research, in 2025, shipments of such devices increased by 28% year-over-year, making the region one of the fastest-growing in the world.

At the same time, there is a shift in balance. Whereas previously the segment was effectively controlled by a single player — Samsung, now competition has significantly intensified.

Motorola Advances

The main driver of growth has been Motorola. The manufacturer showed the highest rate of development among major brands and was able to capture about 44% of the market. This result is largely ensured by the popularity of the Razr lineup, which is more affordable in price and actively promoted through operators and retail networks.

Samsung remains the leader; however, its share dropped to approximately 51% (from 65% a year earlier). Increased competition is particularly noticeable in the Flip segment, where the Korean brand's positions have come under pressure from Motorola.

Google also contributed to the market's growth. Thanks to a successful release of the Pixel 10 Pro Fold, the company's shipments of foldable smartphones grew by more than 50% over the year, although its share remains relatively small — around 5%.

What's Next?

Analysts note that the foldable smartphone market is gradually moving beyond a niche. More affordable prices, active operator promotions, and a broader range make foldable devices appealing to the mass buyer. Furthermore, the designs are becoming more reliable, and battery life is increasing.

As a result, North America is transforming from a "one-brand market" into a full-fledged competitive stage. And in the near future, the battle will only intensify, as the release of the first foldable iPhone is expected, which will undoubtedly be a major event in the industry. But Samsung is not standing still and will offer a no less ambitious Galaxy Wide Fold.

Source: Counterpoint Research